Fan expectations drive shift to personalised sports loyalty rewards

Sponsorship spending in the sports industry reached $8.3b in 2024

The sports industry is adapting to evolving fan expectations with loyalty programmes that emphasise personalisation and innovative technologies, Euromonitor International reported.

Whilst emotional connection remains a cornerstone, the report said modern loyalty strategies are now focusing on tailored rewards to keep pace with a changing fanbase.

Traditional consumer loyalty strategies are losing their relevance across many sectors, it added. As per a recent Euromonitor survey, about 21% of consumers now seek personalised shopping experiences, a trend mirrored in sports.

Fans are also increasingly demanding customised content and promotions that resonate with their individual values and preferences.

The sports sector is also benefitting from vast digital engagement. In 2023, major events attracted over 21,500 attendees on average, whilst the total number of social media followers surpassed 6.2 billion.

Sponsorship spending in the sports industry reached $8.3b in 2024, with projections to hit $9.95b by 2030. The shift towards emotional loyalty in these partnerships is evident in collaborations like Manchester United’s deal with Marriott Bonvoy, which offers fans unique experiences such as staying at Old Trafford or enjoying matchday perks alongside club legends.

Sports fans are also now seeking loyalty rewards that align with their specific interests. Modern programmes are evolving to offer exclusive items like match-worn jerseys, premium hospitality, and personalised fan experiences.

Additionally, AI is also enhancing personalisation. For example, Maple Leaf Sports & Entertainment, which owns the Toronto Maple Leafs and Raptors, uses AI to deliver tailored content and offers.

The NBA has also partnered with Microsoft Azure to provide fans with personalised recommendations for events and merchandise.

Moreover, next-generation loyalty programs are incorporating gamification and experiential rewards to enhance fan engagement. These programs use customer profiling and AI-driven insights to offer a broader range of personalised perks, shifting the focus from traditional transactional rewards to more immersive, experience-driven loyalty.